UNIQUE IN THE WORLD: THE WEB SITE WWW.ESPRESSOMADEINITALY.COM
An example of modernity based on traditional values
The world unequalled website renews its contents and layout to describe the 100-year history, culture and design of espresso coffee machines; in its new elegant graphical layout - also in English - the website includes a wide array of contents as well as a rich historical documentation and photographic material. The online shop where to buy the third edition of the book “Espresso made in Italy 1901-1962” has also been added.
A real tribute to made in Italy production.
The history, culture and design of espresso coffee machines; the fascinating story of one of the most popular beverages in the world, now celebrated in Internet (a highly technological instrument) to describe a long-established machine (the espresso coffee machine): an example of modernity based on traditional values, but also of progress applied to an excellent lifestyle.
Created, edited and enriched in 2000, the website www.espressomadeinitaly.com has become an absolute reference for all coffee enthusiasts, experts and collectors in the coffee industry, thanks to the efforts of its creator. Enrico Maltoni - expert in antique espresso coffee machines and winner of the prestigious SCAE prize "Excellence of Coffee 2006" in the category The Young Entrepreneur Award 2006, Bern-Switzerland - has created the first exhibition in the world to show to the public the magnificent antique coffee machines and design masterpieces found out after over 20 years of investigations, studies and restoration.
In addition, he is the author of the book “Espresso made in Italy 1901-1962” - an essential compendium for all coffee enthusiasts. Mr. Maltoni has collected and published an historical archive of over 5,000 documents including patents, post cards and antique posters.
He has designed and created an accurate and reasoned website www.espressomadeinitaly.com – a precious source of information and the only online museum of coffee machines.
WEBSITE CONTENT
The true innovation of this website is the author’s willingness to realize an insight analysis into the identity of espresso coffee machines along a path which stretches from tradition to history, through web pages mainly devoted to pure research and publishing.
An example of this is the “Library” - a valuable instrument to explore a collection comprising over 500 volumes about coffee and the coffee industry, complete of all information, captions and bibliographic data. But the “Online shop” is another example too, where visitors can buy the book about the history of espresso coffee machines, now at its third edition (9,000 copies already sold all over the world).
The volume entitled "Espresso made in Italy 1901-1962" is very accurate in the graphic layout with over 200 pictures, telling and reviewing in depth the history of espresso coffee machines in Italy. The history described in full detail starts from the early Twentieth century with the patent by Eng. Luigi Bezzera in 1901, who invented a sophisticated cylindrical model known as "column-shaped coffee machine" to brew espresso coffee by using water and steam pressure. And it concludes with the revolutionary and extremely elegant Italian brands' coffee machines, passing through true metal sculptures inspired by Art Nouveau and Deco styles with the models of 1950s, when the "marriage" between design and industrial production created coffee machines bearing the signature of great Italian designers. All this is well described in the pages of the book edited by Enrico Maltoni together with architect Giuseppe Fabris. This precious volume - unique in its kind - comes back to the book shops in a newly enriched edition.
The website is full of marvellous pictures - the photo gallery comprises a part of the entire coffee machine collection, complete of machine's name, brand, model and year of production. All machines are organized in chronological order to allow the exploration of the design evolution. The historical photos and some of the unpublished images are original and come from the archive of Enrico Maltoni's Collection.
Online you will also find the exhibition “Un secolo espresso/An espresso century” edited by Enrico Maltoni. Over 100 fascinating bar coffee machines have been saved from the wear and tear of time to be brought back to life under the visitors' eyes in an exhibition traveling across the world since the year 2000. The travelling exhibition has touched 40 destinations and 4 continents in so far, showing off important and precious models to the world, some of which are true rarities from the early Twentieth century to present day. Some of these “Steel-clad Ladies” bear the signature of well-known Italian designers: Gio Ponti, Luigi Caccia Dominioni, Bruno Munari, Alberto Rosselli, Antonio Fornaroli Giuseppe De Gotzen, Marco Zanuso, Rodolfo Bonetto, Fratelli Castiglioni, Giovanni Travasa, Ettore Sottsass, Enzo Mari, Gianfranco Salvemini, Pininfarina, Giugiaro, designers who have made the espresso coffee machine a true work of art.
Next is the section “Collezione Mauro Carli” (Mauro Carli’s Collection), telling the history of home coffeepots and coffee makers, which became popular in all Italian homes. Based on one of the richest collections of photographic material and captions, Carli's collection is partner of EM Collection since the year 2001.
The section Video includes Mr. Maltoni's TV interviews realized up to present day, and connected via YouTube to a special channel devoted to the exhibition.
The Press Review has now been renewed and enhanced in a new and constantly up-to-date release in terms of archiving and display. Here it is possible to search for over 500 articles describing and introducing EM Collection published across all national and international newspapers and magazines.
The section “Gadget” is absolutely new and comprises images about antique and more recent gadgets used by coffee brands as gifts to their customers or to promote the brand itself - these odd and creative objects span from the Twentieth century to the present day.
To conclude, another renewed instrument - the newsletter - aimed to improve the management of visitors' email addresses. Realized in a non-invasive manner, these visually attractive newsletters recall the layout of the website espressomadeinitaly, and are aimed to update the visitors about the events of the EM Collection.
EM Collection (Collezione Enrico Maltoni):
Via Oberdan, 13 - I-47034 Forlimpopoli (FC) - Italy
Tel. +39 347 4132 673;
Fax +39 0543 743958;
info@espressomadeinitaly.com |
